In-Game advertising

Theoretical information

As the quality of video games has improved, the number of people playing them has grown. The game industry has advanced to the level where all the graphics got so detailed and realistic, advertisers have entered the market by presenting in-game advertising with special offers for products or services.

In-game advertising refers to advertising in the computer, video, or mobile games. It is often seen as pop-up messages, cut-scenes, on-screen adverts, billboards, background displays. In-game advertising provides an effective, nonintrusive, and creative way for brands to connect with their target audience.

Creative Requirements

In-game advertising allow standard IAB creative sizes. Additionally, it is possible to run jpg, gif, HTML, Tags (DCM, Adform and others) ads that are non-interactive.

Creative formats

300x250

320x50

728x90

160x600

300x600

970x250

80% of the inventory will be banner ads. However, it is possible to run VAST video ads. The following video requirements are:

Video size

320x480

480x320

1024x768

768x1024

Examples

Targeting opportunities

In-game advertising offers businesses the opportunity to reach out to a very wide demographic with eclectic tastes. This means that in-game ads don’t have to be limited to products targeting a tech-savvy audience. In-game ads are used to promote FMCG products, lifestyle brands, healthcare, and far more. Almost any product, catering to any demographic can be promoted effectively through in-game advertisements because gaming itself has become a universal pastime. 

Problems that In-Game advertising tackles

Viewability. In-game ads are integrated seamlessly into the game, there’s no way to skip past them. The interactive nature of games keeps players’ attention glued to the screen as their eyes dart around, taking in every piece of information. Looking away, even for a split second, could negatively impact their game, so they just don’t behave that way. This means that players are always exposed to every ad, even the one on the digital billboard that they pass as they hug the track and race towards the finish line.  

Brand awareness. There was a study done to find out how in-game advertising results in brand recall and brand awareness. Participants were playing two different versions of the game (less interactive - walking around the city and more interactive - walking and shooting), during the playtime they were exposed to some ads. After the game, they were asked to name the brand names they have recognized. The results showed that the higher game interaction results in higher brand recognition and user’s experience. Users did not feel that ads were interrupting the game or any other negative perceptions about ads being in the game.

The brand-safe environment with high engagement. Overall mobile game users hold the highest session lengths across all app categories, the time spent on mobile game apps has increased to 62% due to the current situation. This gives advertisers the chance to create many touchpoints inside a single session. Moreover, brands can benefit from the industry's innovative approach when it comes to mobile creatives there is an opportunity to create engaging and non-intrusive ad formats to create a genuine interest in the audience.

General Communication regarding in-game advertising

Since in-game advertising has been introduced there was a big shift in the advertising industry. Marketers discovered and implemented novel techniques of reaching and influencing their target customers. Customers accept in-game ads due to their opt-in nature. Advertisers favor them because they provide a measurable and targeted channel to deploy promotions. In-game advertising enables advertisers to grow awareness, unlock previously unreachable audiences, all within a brand-safe and immersive context. In-game advertising gives brands a better chance of building valuable relationships based on shared goals.

Possible Results

Country	Viewability
Nigeria	86.14%
Indonesia	83.92%
Kazakhstan	87.36%
Bangladesh	94.03%
Kenya	90.95%
South Africa	93.31%
Cameroon	86.35%
Myanmar	90.16%
Georgia	94.40%
Tanzania	89.08%
Ghana	84.19%
Belarus	95.32%
Sri Lanka	91.58%
Saudi Arabia	94.75%
Pakistan	91.21%
Ukraine	96.36%
Zambia	88.38%
Croatia	96.27%
Azerbaijan	86.83%
Uganda	87.63%
Average	90.41%

Advertising Policies

It is possible to advertise on in-game environment, but the app amount is limited and the traffic is only available through PMPs. Adops should contact in-game exchange which supports alco, betting, tobacco ads and request to setup a PMP. 

Alcohol	Betting
Possible through PMP	Possible through PMP

Allow Tobacco/Betting Ads Through PMP

Name	Publisher	Store URL
Color Hop 3D - Music Game	Amanotes Pte Ltd	https://play.google.com/store/apps/details?id=com.amanotes.pamacolorhop
Dirt Tracking sprint cars android	Flying Squirrel	https://play.google.com/store/apps/details?id=com.dt.sprintcars&hl=en&gl=US
Dirt Tracking sprint cars ios	Flying Squirrel	https://apps.apple.com/us/app/dirt-trackin-sprint-cars/id1257424250
Drone Champions	DCL
Final Kick	Ivanovich Games SL	https://play.google.com/store/apps/details?id=com.final_kick.best_penalty_shootout.soccer_football_game_free&hl=en&gl=US
House Party	EEK	https://store.steampowered.com/app/611790/House_Party/
Mad Skills Motocross 2	Turborilla	https://play.google.com/store/apps/details?id=com.turborilla.MadSkillsMotocross2&hl=en&gl=US
Tiles Hop: EDM Rush!	Amanotes Pte Ltd	https://play.google.com/store/apps/details?id=com.amanotes.beathopper
Trivia Race 3D - Roll & Answer	Apps Bilgi Teknolojiler	https://play.google.com/store/apps/details?id=tr.com.apps.trivia.race

Allow Alcohol Ads Through PMP

Name	Publisher	Store URL
Color Hop 3D - Music Game	Amanotes Pte Ltd	https://play.google.com/store/apps/details?id=com.amanotes.pamacolorhop
Dirt Tracking sprint cars android	Flying Squirrel	https://play.google.com/store/apps/details?id=com.dt.sprintcars&hl=en&gl=US
Dirt Tracking sprint cars ios	Flying Squirrel	https://apps.apple.com/us/app/dirt-trackin-sprint-cars/id1257424250
Final Kick	Ivanovich Games SL	https://play.google.com/store/apps/details?id=com.final_kick.best_penalty_shootout.soccer_football_game_free&hl=en&gl=US
House Party	EEK	https://store.steampowered.com/app/611790/House_Party/
Mad Skills Motocross 2	Turborilla	https://play.google.com/store/apps/details?id=com.turborilla.MadSkillsMotocross2&hl=en&gl=US
Tiles Hop: EDM Rush!	Amanotes Pte Ltd	https://play.google.com/store/apps/details?id=com.amanotes.beathopper
Trivia Race 3D - Roll & Answer	Apps Bilgi Teknolojiler	https://play.google.com/store/apps/details?id=tr.com.apps.trivia.race

Limitations

1. Due to non-instrusive environment clicks cannot be tracked. 

2. DMP targeting cannot be used for PC and console targeting. 

3. Exchanges follow strict alcohol, betting advertising policies. 

4. Traffic in some markets will be limited so always check traffic discovery. If the country isn't listed it means that exchanges haven't opened traffic, but it doesn't mean that exchanges don't have the traffic in these countries. So check the monthly ad impression links: http://bit.ly/381vboB, http://bit.ly/3bUeQD6,

5. Check traffic discovery for whitelist/blacklist creation. As you may limit the traffic significantly.

Monthly Ad Impressions: http://bit.ly/3bUeQD6,  http://bit.ly/381vboB

App list: http://bit.ly/3pwLQaN

App categories: https://bit.ly/3fPs7k4

Gender split by app: https://bit.ly/3cmrGvA